MediaAlpha Inc.
NYSE: MAX · COMMUNICATION SERVICES · INTERNET CONTENT & INFORMATION
Updated 2026-07-29
MediaAlpha Inc. (MAX) Stock Valuation Analysis
Fair value estimate, historical valuation range, and quality signals for MAX.
Current price exceeds what fundamentals support. Risk/reward skewed unfavorably.
MAX historical valuation range
Where current P/E sits in MAX's own 5Y range.
MAX intrinsic value (DCF)
DCF-based fair value estimate vs current market price.
Intrinsic value calculated using discounted cash flow (DCF) model based on projected free cash flows, discount rate, and terminal growth assumptions. A positive margin of safety indicates the current price is below estimated fair value, providing a cushion against estimation error.
MAX valuation signals
Quick-read green flags, caution flags, and risks based on current metrics.
P/E Ratio — History
Current: 20.56x
P/S Ratio — History
Current: 0.63x
Is MAX overvalued in 2026?
MediaAlpha Inc. (MAX) currently trades at $13.80 per share with a market capitalization of $733,623,000.00. Based on our multi-factor framework, the stock appears richly valued with a Smart Value Score of 46/100. This score blends growth quality, financial health, and price attractiveness into a single institutional-grade read.
The stock trades at a P/E ratio of 20.6x, below its 5-year median of 22.4x.
Looking at its own history, MAX is currently trading cheaper than 56% of the last 5Y on P/E. This places it in the 44th percentile of its historical range, a reasonable but unremarkable position.
Our discounted cash flow model estimates MAX's intrinsic value at $17.95 per share, against the current market price of $13.80. This implies a margin of safety of +57.27%. A meaningful cushion exists against model error, making this a reasonable risk-adjusted entry.
Financial quality is a concern. The Piotroski F-Score of 3/9 flags weakening fundamentals that deserve closer scrutiny before the valuation case can be fully trusted.
Bottom line: MAX appears richly valued on our framework, with a Smart Value Score of 46/100. At current levels the risk/reward is skewed against the buyer. A materially lower price or significant operational improvement would be needed to change the picture.
Frequently asked questions
Is MAX overvalued?
MAX scores 46/100 on our Smart Value Score (Grade C), a weak overall profile. The DCF also shows a positive margin of safety, so price and fundamentals line up reasonably well.
What is MAX's fair value?
Our DCF model estimates MAX's intrinsic value at $17.95 per share, versus the current price of $13.80, a margin of safety of +57.27%. Fair value is the present value of the cash flows we project the business to produce, so a price below it means the market is pricing the stock below that conservative estimate.
What P/E ratio does MAX trade at?
MAX trades at a P/E of 20.6x on trailing twelve-month earnings, against a 5-year median of 22.4x. P/E is what you pay per dollar of profit, and sitting below its own median means the stock is cheaper than usual relative to its earnings.
Is MAX a buy based on valuation?
Our Smart Value rating for MAX is Sell, from a Smart Value Score of 46/100 that blends growth, quality, and valuation. The profile skews cautious, and a better price or clearer operating improvement would strengthen the case. This is research to inform your decision, not personalized financial advice.
How does MAX's valuation compare to its history?
On P/E, MAX sits in the 44th percentile of its own 5Y range, below its long-run median relative to where it has traded. A low percentile means today's multiple is near the bottom of its historical band.
What is MAX's Smart Value Score?
MAX's Smart Value Score is 46/100. It is a proprietary WallStSmart metric blending growth quality, financial health, and valuation into a single 0-100 read, and scores above 75 are rare, signaling strong multi-factor alignment.